— CASE STUDY · SALERNO’S PIZZA
Salerno’s Pizza: A new website and direct ordering across four locations.
The Digital Restaurant rebuilt Salerno’s website, connected online ordering to its POS systems, and coordinated local SEO, email, social media, and advertising across Chicagoland.
Chicagoland, Illinois · 2016–2020 · Website, ordering, and marketing
27%
Order growth
Reported in the Salerno’s website case study
4 weeks
Website and online ordering launched
With POS integration at all four locations
— PROJECT OVERVIEW
| BRAND | Salerno’s Pizza |
| FOOTPRINT | 4 restaurant locations |
| MARKETS | Bolingbrook, Chicago, Oak Park, and Lyons |
SERVICES
Website development, POS-integrated ordering, local SEO, email, social media, and advertising
— THE CHALLENGE
An established pizza brand needed better online ordering.
Salerno’s had served Chicagoland since 1966, but its website and ordering tools were not generating the online sales management expected. The team needed a simpler way for guests to order directly and a coordinated marketing plan for all four locations.
A website that was not converting visitors into online customers
Third-party ordering commissions reducing margins
Online ordering that needed a simpler customer experience
Phone-order pressure and order-taking errors during busy periods
Limited email-list growth and opportunities to reach returning guests
Different local marketing needs across four restaurant locations
— HOW WE WORKED
How we supported Salerno’s
We worked with ownership and marketing leadership to connect the website, ordering, local visibility, and campaigns across the four locations.
01
Strategy and planning
Reviewed the strengths, weaknesses, opportunities, and threats for each location, then built a marketing plan around online sales and repeat visits.
02
Website and ordering
Rebuilt the website and introduced online ordering with POS integration, so orders could move directly into the kitchen’s workflow.
03
Local search and advertising
Optimized the website and local listings, supported high-intent search advertising, and integrated the Lyons location into the wider web presence.
04
Customer retention
Coordinated email, social media, offers, mobile ordering, and rewards through a shared marketing calendar, with promotions adapted by location.
— WORK DELIVERED
Website and direct ordering
Launched the redesigned website and a new online ordering system within four weeks. POS integration at every location sent online orders into the kitchen workflow. Clear ordering links and direct-order offers gave guests a reason to use Salerno’s own channels.
Website development
Direct ordering
POS integration
Launch timeline
4 weeks
website and ordering system
— WORK DELIVERED
Local search across four locations
Optimized the website and established consistent local directory listings for Bolingbrook, Chicago, Oak Park, and Lyons. Location pages and local search signals helped guests find the right restaurant and reach its direct ordering options.
Local SEO
Location pages
Local listings
Locations supported
4
Bolingbrook, Chicago, Oak Park, and Lyons
— WORK DELIVERED
Email, social, and advertising
Built a marketing calendar and coordinated offers across email, social media, the website, and advertising. Multiple sign-up channels grew the customer email list, while location-specific promotions encouraged direct orders and repeat visits.
Email marketing
Social media
Advertising
Reported email-list growth
5×+
in the first three months
— WORK DELIVERED
Mobile ordering and rewards
Launched a mobile experience with ordering, rewards, and social features. The progressive web app approach reduced the need for guests to install a traditional app, and direct-order incentives supported repeat use.
Mobile ordering
Rewards
Direct-order offers
Mobile experience
Order
directly, with rewards for returning guests
— PERFORMANCE HIGHLIGHTS
Website and marketing results
The original marketing case study reported early operational and customer-engagement improvements. RichMenu’s website case study also documents mobile performance.
ORDER GROWTH
27%
Order growth reported for Salerno’s Pizza.
Published in the RichMenu website case study.
MOBILE PERFORMANCE
98/100
Mobile PageSpeed score published in the RichMenu website case study.
Reported website score; not a current speed test.
WEBSITE & ORDERING
4 weeks
Time to launch the website and POS-integrated online ordering.
Sources: original Salerno’s marketing case study and RichMenu website case study. Launch timing and email-list growth describe the original engagement; the mobile score is reported separately by RichMenu.
— PROJECT EXAMPLES
The website, mobile experience, and local search
Archived examples from the original Salerno’s marketing case study.
Website · Direct ordering
Mobile · Ordering and rewards
Search · Local visibility
— THE OUTCOME
What changed for Salerno’s?
The first 90 days brought more online sales, fewer phone orders during busy periods, fewer order errors, and lower third-party ordering commissions, according to the original case study. POS integration simplified order handling, while a larger customer email list gave the team more opportunities to reach guests directly. The website case study also reports 27% order growth.
“The Digital Restaurant helped us modernize our digital foundation across our multiple locations. Their team worked closely with us to improve our website, strengthen local SEO, and build a more scalable marketing system.”
Emilio Morrone
Marketing Director, Salerno’s Pizza
— SERVICES APPLIED
Website, ordering, and marketing services
— FOR MULTI-LOCATION RESTAURANTS
Make direct ordering easier for your guests.
Talk with us about your website, online ordering, local search, and customer marketing.
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